Delivering a hard-hitting campaign to announce the arrival of the world’s first zero-waste beauty brand, Ethique, in the UK.

Ethique is on a mission to rid the world of plastic waste. The brand started its revolution in 2012 when New Zealand based founder, Brianne West, began making natural beauty bars, in her home as an alternative to the 80 billion plastic shampoo and conditioner bottles thrown out globally each year.

Since then, Ethique (which is French for ethical) has grown out of a Kiwi kitchen into a fully-fledged, award-winning international beauty brand.

We worked closely with the Ethique team to develop a targeted UK campaign that began with a media day for Ethique’s Founder, Brianne West, providing her with a platform to share her inspiring business story as the woman who wants to stop 50 million plastic bottles going to landfill. Throughout the day we scheduled several meetings, interviews, and broadcast opportunities including BBC Worldwide, BBC London, Glamour and Marie Claire.

Our initial launch campaign also included media gifting and sampling activity, feature placement, targeted organic influencer activity, and utilising seasonal hooks such as World Earth Day to draw attention to Ethique’s zero waste promise.

Building up to the announcement of Ethique’s first UK retailer, Holland & Barrett, we delivered a strategic suite of activities which included placing an exclusive interview with Brianne West on Sky’s Ian King Live and an influencer programme which connected Ethique with some of the UK’s most ethical bloggers and vloggers.

To maintain momentum, alongside our ongoing press office activity, we also hosted a press and influencer event for Ethique. The event was set up as an immersive Ethique pop-up with a DIY station that allowed attendees to create their own Ethique bars on the day whilst they met Brianne and learned more about Ethique’s zero-waste mission. Bringing to life the Ethique ethos and mission.


pieces of media coverage in year one


website clicks from influencer activity


media and influencer attendees at pop up event

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